Computational Architecture of Digital Marketing of Toyota Corporation

: Toyota uses social media marketing strategies Instagram to promote its products and include important information about the automotive industry to influence social media marketing, e-wom, brand image, brand trust, and purchase intention. The research aims to determine the influence of Toyota's social media marketing, brand image, brand trust, and purchase intention. The sample taken in this research was 385 respondents using quantitative methods and data analysis techniques using SmartPLS. Based on the results of the analysis it was found that Social Media Marketing has a significant and positive effect on Purchase Intention, Social Media Marketing has a significant and positive effect on Brand Trust, Social Media Marketing has a significant and positive effect on the Brand Image, Brand Trust has a significant and positive effect on Purchase Intention, Brand Image has a significant and positive effect on Purchase Intention, E-Wom moderate Social Media Marketing has a significant and positive effect on Purchase Intention at Toyota.


Introduction
In this modern era, transportation is a very important activity (Cullen et al., 2021).Transportation is a useful tool for moving goods or people in a certain quantity, to a certain place, within a certain period (Bekrar et al., 2021;Diao et al., 2021;Vural et al., 2020), When compared to sea and air transportation, land transportation has the highest routine of the three.As the function of cars as a means of transportation develops (Rajper & Albrecht, 2020), consumer demand for cars will increase.Because of this, the development of the automotive world in Indonesia is currently increasing very rapidly, especially in the car industry.One of the things that has triggered the increase in the number of car industries is the increase in the population in Indonesia.Based on data from GAIKINDO (Gabungan Industri Kendaraan Bermotor Indonesia) in 2023 Toyota was still ranked first in car sales in Indonesia (Juliano, 2023;Sugandi et al., 2023).Toyota cars dominate the market share in Indonesia and sales of Toyota brand cars are in first position compared to other car brands.This shows that people trust Toyota products because they have good product quality and reliable car performance (Gaikindo, 2023).
In this modern century, the development of science and technology is more advanced (Stone, Kosack, et al., 2020).This contributed to the rapid development business world and increasing competition in the market, which requires a system of better marketing for every company engaged in goods and services.Marketing is a way for companies to achieve their goals has been established (De Bruyn et al., 2020;Eriksson et al., 2020;Rosário, 2021;Yau et al., 2021).To achieve these goals, every business must make efforts to produce and deliver goods or services according to the wishes of consumers through convenient personal service and support opportunities.One of the most effective and efficient ways to market products or services is through word of mouth via online media.eWOM has become an important part of people's purchasing decisions (Chong & Ali, 2022).
During the increasingly tight competition in the automotive industry, Toyota has succeeded in becoming one of the most confiscated car brands in consumer attention by entering the largest automakers by market capitalization.In its marketing strategy, Toyota uses social media especially Instagram as a tool to promote its products and includes important information about the product.The Toyota Instagram account is very active in promoting the Toyota automotive industry.Besides providing information about the automotive industry, Toyota also often shares useful information about the automotive industry.The amount of information consumers receive about car brands Toyota on Instagram influences consumer purchasing intentions (Instagram, 2023).
According to Sholihin & Ratmono (2021), purchase intention is a situation where consumers have the intention to purchase a product or service that has the highest level of expectations.Based on this explanation, it can be said that consumers have the intention to make purchases of Toyota products with a high level of expectation.As recommendations and online reviews or e-WOM have a high influence on consumers, the writer is interested in researching and understanding the influence of e-WOM, brand image, and trust towards the purchase intention of the Toyota brand.the writer is taking the case because they accomplished trends and popularity compared to similar competitors.
The utilization of information technology aims to provide better public services, improve the relationship between government and business and industry, empower the public through access to information, and improve the efficiency of government management.Other benefits of the utilization of information technology by government institutions include reducing corruption, increasing transparency, increasing convenience, increasing revenue, and or reducing costs.Furthermore, this study will discuss how to apply AI technology in bureaucracy, with a theoretical approach.The study is also directed at how the implementation runs carefully so that the benefits are optimal.

Method
Research methodology using Partial Least Squares (PLS) is a statistical method used to analyze the relationship between variables, with a focus on predicting the dependent variable.It is commonly used in structural equation modeling (SElM), which is a statistical technique used to analyze complex relationships between variables.SMARTPS is one of the software that can be used to perform PLS analysis.According to Henseller et al. (2009) explained that PLS is a method for estimating the relationship between variables by maximizing the variances explained by the dependent variable.PLS can handle large data sets and is especially useful when dealing with complex models.Meanwhile (Hair, 2017) explained that PLS is a multivariate analysis method that can be used for both exploratory and predictive purposes.PLS is especially useful when there are many variables and the simple size is small, or when the relationships between variables are complex and nonlinear.SEM is a multivariate analysis technique developed to cover the limitations of previous analytical models that have been used extensively in statistical research.The models in question include regression analysis, path analysis, and confirmatory factor analysis (Hox & Belchgelr, 1998) Applies artificial intelligence technology to supervision methods and means, and improves the degree of supervision automation and intelligence (Tong, 2020).In this section of the article, we review some of the research in areas that are closely related to the topic of this article and need to be tied in more closely (Stone, Aravopoulou, et al., 2020).

Result and Discussion
The effect of social media marketing on brand image, The results of this research show that the T statistic value for the Social Media marketing variable has a positive and significant influence on Purchase Intention because the T-statistics value of 14,554 exceeds the criteria value, namely 1.65, and the P value is 0.000, which is less than the criterion value, namely 0.05, so It can be concluded that the Social Media Marketing variable have a positive and significant effect on Purchase Intention.These results are in line with research according to Kellly et al. (2010) which found that social media marketing, makes it easier for business people to interact with their customers online.The costs incurred are not too large and there is no time limit if you are connected to the internet.Social media plays a role in company marketing activities, forming individual relationships with customers and giving companies the opportunity to access customers.

Fact of Bereaucracy Problem Statement
Analyzed Problems

Results
The effect of social media marketing on brand image, the results of this research show that thel T statistic value for the Social Media Marketing variable has a positive and significant influence on Brand Image because the T-statistics value of 33,434 exceeds the criterion value, namely 1.65, and the P value is 0.000, which is less than the criterion value, namely 0.05, so It can be concluded that thel Social Media Marketing variable has a positive and significant effect on Brand Image.These results are in line with research according to Oktriyanto et al. (2021) found that produced the following indicators consisting of entertainment, interaction, trends, customization, and advertising.
The effect of social media marketing on brand trust, The results of this research show that the T statistic value for the Social Media Marketing variable has a positive and significant influence on Brand Trust because the Tstatistics value of 22,188 exceeds the criterion value, namely 1.65, and the P value is 0.000, which is less than the criterion value, namely 0.05, so It can be concluded that the Social Media Marketing variable has a positive and significant effect on brand trust.These results are in line with research according to Santoso et al. (2017) which found that social media marketing is a form of marketing that is used to create awareness, recognition, memory and even action towards a brand, product, business, individual or group either directly or indirectly using tools from the social web such as blogging, microblogs.and social networks.
The effect of brand image on purchase intention, The results of this research show that the T statistic value for the Brand Image variable has a positive and significant influence on Purchase Intention because the T-statistics value of 4.222 exceeds the criterion value of 1.65 and the P value of 0.000, which is less than the criterion value of 0.05, so it can bel It was concluded that the Brand Image variable had a positive and significant effect on Purchase Intention.These results are in line with research according to Alelksandar & Milovanov (2017) which found that Brand Image is a brand that has special fusion of practical and emotional traits that consumers perceive as added value, a singular experience, and a promise kept.It can represent interests outside the scope of the brand itself and has a symbolic value distinct from everything else that is available.It is the most important strategic resource and most valuable inestimable asset for the organization.
Thel effect of brand trust on purchase intention, the results of this research show that the T statistical value of the Brand Trust variable has a positive and significant influence on Purchase Intention because the T-statistics value of 6.283 exceeds the criterion value of 1.65 and the P value of 0.000, which is less than the criterion value of 0.05, so it can It was concluded that the Brand Trust variable had a positive and significant effect on Purchase Intention.These results are in line with research, and it was found that Trust is considered a fundamental social force Lewis & Weligerlt (1985) that promotes cooperative behavior, facilitate the development of adaptive organizational structures within network relations (Milels & Snow, 1992), reduces transaction costs (Melyelrson et al., 1996), enhances strategic partnerships (Shapiro et al., 1992), and provides a crucial mechanism for control (Nootelboom et al., 1997).
The effect of e-wom moderate social media marketing and purchase intention.The results of this research show that the T statistic value on the Social Media Marketing Moderation e-WOM variable has a positive and significant influence on Purchase Intention because the T-statistics value of 2.682 exceeds the criterion value of 1.65 and the P value of 0.008, which is less than the value.The criterion is 0.05 so it can be concluded that the E-Wom variable Social Media Marketing moderation has a positive and significant effect on Purchase Intention.These results are in line with research according to Chu & Kim (2018) which found that Consumer information sharing and exchange about a brand or organization over the Internet, social media, and mobile communication is known as e-WOM.When people talk about a brand online, it's easy for others to join in and keep the conversation going.This can cause more people to share the information.

Conclusion
The Social Media marketing has a significant and positive effect on purchase intelligence at Toyota, which shows that the higher the Social media marketing, the Purchase Intention at Toyota will increase.Conversely, if Social Media Marketing decreases, the Purchase Intention at Toyota will also decrease.The Social Media Marketing has a significant and positive effect on Brand Trust in Toyota, which shows that the higher the Social Media Marketing, the Brand Trust in Toyota will increase.Social Media marketing has a significant and positive effect on the Brand image of Toyota, which shows that the higher the Social media marketing, The Brand image has a significant and positive effect on purchase intelligence at Toyota, which shows that the higher the Brand image, the Purchase Intention at Toyota will increase, conversely if the Brand image decreases, Purchase Intention at Toyota will also decrease.6.Based on the test results, it shows that El-Wom moderate Social Meldia Marketing has a significant and positive effect on Purchase Intention at Toyota, which shows that the higher E-Wom moderate Social Media marketing will increase Purchase Intention at Toyota, conversely if E-Wom moderate Social Meldia Marketing decreases, so Purchase Intention at Toyota will also decrease.